Menu Design Menu Engineering 2

Question 1

On a standard two-page restaurant menu, which area is considered prime real estate for placing high-profit items?

Accepted Answer

Upper right corner

Answer

Bottom left corner

Answer

Lower center fold

Answer

Far left margin

Question 2

The 'anchor pricing' technique in menu design involves:

Accepted Answer

Placing a high-priced item to make surrounding items seem more affordable

Answer

Listing all prices in ascending order from top to bottom

Answer

Using only round-number prices throughout the menu

Answer

Displaying prices in a very small or subtle font

Question 3

If a menu item has a food cost percentage of 30% and sells for $20, what is its food cost?

Accepted Answer

$6.00

Answer

$3.00

Answer

$9.00

Answer

$14.00

Question 4

The recommended strategy for improving 'Plow Horse' menu items is to:

Accepted Answer

Raise prices or reduce portion sizes to improve their profit margins

Answer

Remove them from the menu immediately

Answer

Lower prices to drive a higher volume of orders

Answer

Move them to the most prominent position on the menu

Question 5

According to menu psychology research, the ideal number of items per category on a restaurant menu is approximately:

Accepted Answer

5–7 items

Answer

3–4 items

Answer

10–12 items

Answer

15–20 items

Question 6

Menu item rationalization refers to the process of:

Accepted Answer

Reducing the number of menu items to streamline operations and improve profitability

Answer

Writing logical, factual descriptions for each menu item

Answer

Setting menu prices using a rational cost-plus pricing formula

Answer

Organizing menu items in a logical, sequential order by course

Question 7

A 'loss leader' item on a restaurant menu is deliberately priced:

Accepted Answer

At or below cost to attract customers and encourage additional purchases

Answer

At the highest margin to lead overall revenue generation

Answer

Above competitors to signal a premium dining experience

Answer

Just below a round number to appear psychologically affordable